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 Chicago
Scenic designed and built the first Toy Fair booth for Learning
Curve International (LCI), and has enlarged, reconfigured,
and re-imaged it each year since. Most recently an expanded
floor plan and a new reception area were created to better
accommodate traffic flow and order writing, along with a total
integration of its catalog images into the booth's wall system
for a completely new look.
 The
booth's walls use a neutral color palette, inspired by LCI's
catalog, allowing the colors of its various graphics and toy
lines to shine through. Even the booth's merchandising systems
were inspired by the catalog's cubist look. The greatest challenge
of the redesign was reconfiguring the new 50' x 80' booth
using a wall system that was originally created for LCI's
first booth which was only 20' x 40'. This feat was achieved
by creating a booth with continuous walls and an open floor
plan differing from the original booth that contained many
smaller rooms. Further enhancing the design is the exhibit's
extensive graphics and lighting systems used to highlight
the booth and LCI's products.
 Each
year Chicago Scenic creates oversized displays of LCI's products,
including six-foot-high Lamaze stacking rings and a working
replica of the Sodor Airfield from the Thomas the Tank Engine
wooden railway system.
Every year Chicago Scenic not only designs and builds the
booth, but sends a designer, project manager, and a superintendent
onsite for the weeklong show to oversee the installation,
operation, and dismantle of the booth, along with working
closely with LCI's brand managers to completely merchandise
the booth.
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